Huan Chen

A new study has shown an increasing tendency for public service announcements (PSAs) to represent marginalized identities as individual obstacles to overcome through hard work, rather than through structural and systemic solutions. The findings by Kasey Windels, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, University…

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Posted: January 10, 2024

A new study has found that artificial intelligence (AI) influencers’ humanlike appearances have a positive impact on consumers’ receptivity. The findings by Yang Feng, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, UFCJC Advertising Associate Professor and Department Chair Huan Chen and Southern Methodist University Assistant…

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Posted: December 19, 2023

Despite the rising popularity of social media video platforms like TikTok and Instagram, YouTube dominates the digital landscape for video sharing. And it is the one that continues to attract the highest number of advertisers Unlike traditional advertising that broadcast messages to consumers without feedback, advertising in the digital age…

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Posted: December 1, 2023

A new study has found that different types of conversations can either facilitate or hinder the formation of public opinion on a controversial topic in a digital platform. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor and department chair, and UFCJC…

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Posted: November 29, 2023

Qingyu Yang, a University of Florida College of Journalism and Communications (UFCJC) Advertising junior, is the recipient of one of the UF International Center’s 2023 Outstanding International Undergraduate Student Awards. The awards recognize undergraduate international students who have distinguished themselves by excelling in their studies while advancing a global citizenship…

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Posted: November 8, 2023

A new study has found that autonomous sensory meridian response (ASMR)-inspired advertising is considered calmer and more relaxing and can grab participants’ attention to deliver product benefits, a response that television and social media does not always accomplish. ASMR is a term used to describe a tingling, static-like, or goosebumps sensation…

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Posted: October 25, 2023

University of Florida College of Journalism and Communications Advertising Associate Professor Huan Chen has been named chair of the Advertising Department, after serving as interim chair since last November. During her tenure as interim chair, the department hired three new faculty members, Hyesoo Chang, Yuan Sun and Jinping Wang. It…

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Posted: October 11, 2023

A research paper by University of Florida College of Journalism and Communications scholars Huan Chen and Sylvia Chan-Olmsted, UFCJC doctoral student (Hyehyun) Julia Kim and Irene Mayor Sanabria, M.A.M.C 2020, was recognized as an Outstanding Paper in the 2023 Emerald Literati Awards competition presented by Emerald Publishing. “Consumers’ Perception on…

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Posted: August 31, 2023

There’s no doubt that social media platform Snapchat is popular, but are marketers leveraging its advertising power? A recent study by University of Florida College of Journalism and Communications Advertising Associate Professor and Interim Chair Huan Chen and Yoon-Joo Lee from Washington State University found that Snapchat users would be open…

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Posted: July 28, 2023

Young consumers response to advertising on Snapchat is affected by how they perceive promotion on the social media platform. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising Department interim chair and associate professor, and Yoon-Joo Lee were featured in “How Perceived Characteristics and…

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Posted: March 7, 2023

Using social media influencers to help promote a brand has become an increasingly important marketing strategy. But questions remain about selecting an influencer to represent a brand online. Celebrity endorsements aren’t new, but the online influencer/follower relationship is considered less stable than the relationship between traditional celebrities and fans. University…

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Posted: February 14, 2023

A new study has found that the experience of studying abroad causes Chinese international students to have opinions that differ from those of the major users of Chinese social media. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising Department interim department chair and…

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Posted: November 14, 2022